Syriana: How Muhammed Abdulkader Built a Sweet Empire in Addis Ababa

In the heart of Addis Ababa, where cultures mix and flavors blend, one restaurant has managed to introduce a taste of Syria to Ethiopia’s food lovers. Syriana, a cozy spot known for its Kunafa, Baklava, and other Middle Eastern sweets, has become a go-to place for dessert enthusiasts. The mastermind behind this success is Muhammed Abdulkader, a young Syrian entrepreneur who has made Ethiopia his second home.

But Muhammed’s journey wasn’t easy. From language barriers and cultural misunderstandings to early financial struggles, he had to overcome significant challenges before Syriana became the popular brand it is today. Now, with a strong customer base, over 10,000 TikTok followers, and plans to expand, Muhammed reflects on his experience and shares his vision for the future.

Starting From Scratch: The Challenges of Building Syriana

Muhammed moved to Ethiopia thirteen years ago with his family, who run Kita Kat, a well-known chocolate factory in Syria. Inspired by his family’s expertise in confectionery, he decided to start his own food business, focusing on authentic Syrian sweets.

However, starting a business in a new country came with many challenges. The first and biggest hurdle was learning Amharic.

“When I first arrived, I didn’t speak a word of Amharic. Communicating with customers was very difficult. I would rely on gestures and the few words I picked up.”

Language wasn’t the only obstacle. Muhammed also struggled to understand Ethiopian customer behavior. Many people were unfamiliar with Syrian desserts, and some assumed the sweets were spoiled or not made correctly.

“One of the funniest but most frustrating experiences was with green peanuts. In Syria, they’re commonly used in sweets, but Ethiopian customers thought they had gone bad! People would ask for refunds, and I had to explain repeatedly that the color was natural.”

In his first few months, business was slow and financially draining. He even faced bankruptcy at one point.

“There were moments when I thought about closing the restaurant. I was losing money, and I wasn’t sure if Ethiopians would ever accept Syrian sweets.”

But Muhammed didn’t give up. He decided to invest in marketing and education, showing customers how Kunafa is made, explaining its ingredients, and giving out samples. Gradually, more people started to understand and appreciate the flavors.

The Power of TikTok: How Social Media Changed the Game

One of the smartest moves Muhammed made was embracing TikTok as a marketing tool. Instead of relying solely on word of mouth, he started posting short, engaging videos of his dessert-making process—from stretching the gooey Kunafa cheese to layering Baklava with honey and nuts.

“People love watching food being made, especially something unfamiliar. The moment I started showing how Kunafa is made, interest skyrocketed.”

His videos quickly went viral, and today, his TikTok account has over 10,000 followers. Many of his customers first discovered Syriana through TikTok and came to the restaurant because of what they saw online.

“TikTok became my strongest tool for promotion. I get messages from people saying, ‘I saw your video and had to try it!’ It made a huge difference.”

This success proves that social media can be a game-changer for food businesses, especially those introducing new cuisines to a different culture.

Embracing Ethiopian Food: The Dish He Loves and the One He Fears

Despite introducing Ethiopians to Syrian flavors, Muhammed has also embraced some aspects of Ethiopian cuisine. His favorite dish is Tibs, a sizzling plate of sautéed meat often served with injera.

“Tibs is perfect—flavorful, filling, and not too spicy. I love eating it with injera.”

However, there’s one Ethiopian dish he struggles with—Doro Wot, the famous slow-cooked chicken stew known for its intense spice level.

“I respect Doro Wot. It’s an amazing dish, but it’s too spicy for me! I have tried it, and I can handle a little, but I can’t eat a full serving.”

Still, Muhammed deeply admires the effort that goes into making Doro Wot.

“It takes so much patience, from marinating the chicken to slow-cooking the sauce for hours. Ethiopian cooking has so much tradition and skill, and I respect that.”

Advice for Aspiring Food Entrepreneurs: Patience is Key

Reflecting on his journey, Muhammed advises aspiring restaurant owners to have realistic expectations when launching a business.

“You need at least 6 to 12 months of patience before seeing real success. In the beginning, you will struggle—you might even think about quitting. But if you push through, the rewards will come.”

He believes that understanding the local market, adapting to customer preferences, and using social media effectively are the keys to survival in the food industry.

Expansion Plans: Bringing Syriana to More Customers

With Syriana’s growing popularity, Muhammed is now planning to expand. His current restaurant is located in Betel, which is a bit far for some customers in Addis Ababa.

To make his sweets more accessible, he plans to open smaller sweet shops in high-demand areas like:

Bole

Gerji

CMC

“I get a lot of requests from people in Bole and CMC who want to try Kunafa but find it difficult to come all the way to Betel. The goal is to bring Syriana closer to them.”

These expansions won’t be full-scale restaurants but more like Syrian sweet boutiques, where customers can quickly grab Baklava, Maamoul, or Kunafa without needing to sit down.

Strengthening the Syria-Ethiopia Connection

While Ethiopia has become home, Muhammed remains deeply connected to Syria. His family’s chocolate factory, Kita Kat, is still operating in Syria, and he hopes to bring more authentic Syrian products to Ethiopia.

He visited Syria six years ago, and after recent political changes, he now plans to travel there every six months to bring back ingredients and new recipes.

“Ethiopians are becoming more open to Middle Eastern flavors, and I want to keep introducing new things.”

Syriana: More Than Just a Restaurant

Muhammed’s story is about more than just business success—it’s about cultural exchange and resilience. Through Syriana, he has bridged the gap between Syria and Ethiopia, introducing new flavors while respecting local tastes.

His persistence, adaptability, and marketing skills have transformed Syriana into one of Addis Ababa’s most beloved dessert destinations. And with his expansion plans, even more Ethiopians will get to experience the sweet side of Syria.

For those looking to taste something new and exciting, a visit to Syriana promises an unforgettable experience—where every bite tells a story of passion, perseverance, and cultural fusion.